Systems and methods for real time upgrades

ABSTRACT

A system can offer an enhanced event experience for users of the system by tracking the locations of the users during a purchased-access event such as a ticketed event and offering real time location-based upgrades to the users. The locations of users can be used to determine a demonstrated interest by the user for a particular location or product in the event venue and to offer upgrades tailored to that demonstrated interest. For example, a concert attendee with a ticket for a particular seat may be detected a location relatively far from the user&#39;s seat such as a location near a seat of a friend of the user. The system can detect the user&#39;s location, identify available seats near the user&#39;s location, and offer the user an upgrade to the identified available seats. Location-based upgrades can also be provided in airplanes, hotels, cruise ships, or other venues or events.

BACKGROUND

1. Technical Field

The present disclosure relates generally to electronic commerce, andmore particularly, to the buying and selling of real time upgradesduring purchased-access events.

2. Related Art

Computer systems and networks have facilitated the tasks of buying,selling and transferring goods. For example, global computer networks,such as the Internet, have allowed purchasers to relatively quickly andefficiently seek and purchase goods online. Similarly, global computernetworks provide an efficient and cost-effective medium for sellers toadvertise, offer, provide, and sell their goods. Electronic commercecompanies provide buyers and sellers with online services and theinfrastructure to accept orders of goods from remote purchasers, toperform the financial transactions necessary to confirm and complete thesale of goods, to ship or distribute the goods to remote purchasers, andto perform other related logistics.

One example of a market for goods within the realm of electroniccommerce is the online ticket market. Various online ticket sellersprovide websites through which parties can buy and sell tickets online.These tickets can be obtained by a user to reserve seats and/oradmission for a variety of events, such as sporting events, concerts,theater events, and other entertainment events. Typically, a buyer looksfor available tickets on a ticket marketplace website or other onlinelisting and decides which, if any, of the available tickets are ofinterest to the buyer for possible purchase.

When a ticket is purchased and the ticketholder attends the associatedevent, for various reasons, the user may not spend a significant amountof time in the seat for which they purchased the ticket. Currently thereis no way for a user to legitimately remain in a location other than theuser's seat and there is no way for event venues and owners to leveragethe user's already demonstrated interest in the location for furthersales.

It may therefore be desirable to provide systems and methods forproviding real time upgrades for various purchased-access events such asticketed events.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an illustrative computing system that isadapted for implementing the selection and purchase of tickets and/orreal time upgrades for ticketed events according to an embodiment.

FIG. 2 is a block diagram of an illustrative computer system suitablefor implementing on one or more devices of the computing system in FIG.1 according to an embodiment.

FIG. 3 is a block diagram of an illustrative system for facilitatingreal time upgrades for purchased-access events according to anembodiment.

FIG. 4 is a diagram of an illustrative event venue showing an eventattendee location and various other locations in the venue according toan embodiment.

FIG. 5 is a diagram of an illustrative location-based upgrade offer thatmay be provided to a user on a mobile device according to an embodiment.

FIG. 6 is a diagram of an illustrative package upgrade offer that may beprovided to a user on a mobile device according to an embodiment.

FIG. 7 is a diagram of an illustrative vehicle showing a passengerlocation and various other locations in the vehicle according to anembodiment.

FIG. 8 is a diagram of an illustrative hotel showing a guest locationand various other locations in the hotel according to an embodiment.

FIG. 9 is a diagram of an illustrative cruise ship showing a passengerlocation and various other locations on the cruise ship according to anembodiment.

FIG. 10 is a flowchart showing an illustrative process that may beperformed for offering real time upgrades to event attendees accordingto an embodiment.

FIG. 11 is a diagram of an illustrative location-based upgrade offerthat is based on a location of an associate of the user and that may beprovided to a user on a mobile device according to an embodiment

DETAILED DESCRIPTION

Exemplary applications of apparatuses and methods according to thepresent invention are described in this section. These examples arebeing provided solely to add context and aid in the understanding of theinvention. It will thus be apparent to one skilled in the art that thepresent invention may be practiced without some or all of these specificdetails. In other instances, well known process steps have not beendescribed in detail in order to avoid unnecessarily obscuring thepresent invention. Other applications are possible, such that thefollowing examples should not be taken as limiting.

In the following detailed description, references are made to theaccompanying drawings, which form a part of the description and in whichare shown, by way of illustration, specific embodiments of the presentinvention. Although these embodiments are described in sufficient detailto enable one skilled in the art to practice the invention, it isunderstood that these examples are not limiting, such that otherembodiments may be used, and changes may be made without departing fromthe spirit and scope of the invention.

Devices, systems and methods are provided for performing activitiesrelated to the online sale, purchase, and resale of tickets to ticketedevents. In various particular embodiments, the devices, systems ormethods can involve one or more devices in communication over a network.Such devices, systems, and methods can facilitate real time upgrades forevent attendees during a ticketed event. Real time upgrade activitiesmay include location-based upgrades for an attendee of an event at avenue based on the detected or determined location of the attendeeduring the event.

In various embodiments, a system may determine a location of an eventattendee during the event, determine, based at least in part on thedetermined location, an upgrade offer for the attendee, and provide thedetermined upgrade offer to the attendee. For example, an attendee of asporting event may have a ticket for a seat in a particular section of avenue and may have a detected location in another section of the venue(e.g., a section with a better view or a section in which the attendee'sfriends are located). The system may detect the location of the attendeeas being different from the attendee's seat location, identify one ormore unused seats near the attendee's determined location, and offer theattendee an upgrade to the unused seats so that attendee canlegitimately remain in approximately their current location. In thisway, the attendee's demonstrated interest in a particular portion of anevent venue can be used to provide the attendee with an enhanced eventexperience while providing additional income for the venue.Location-based upgrade activities of this type can therefore help eventattendees increase enjoyment of a ticketed event and may help increasesales for an event owner or venue owner during ticketed events.

While the various examples disclosed herein focus on particular aspectsregarding the online sale and/or purchase of tickets, it will beunderstood that the various inventive principles and embodimentsdisclosed herein can be applied to other types of ticketed applicationsand arrangements as well. For example, a ticket purchase that isperformed in person or on a closed or proprietary computing system mayutilize one or more of the aspects and features found in the varioussystems and methods provided.

Reference throughout the specification to “various embodiments,” “someembodiments,” “one embodiment,” “an embodiment,” “various examples,”“one example,” “an example,” or “some examples” means that a particularfeature, structure, or characteristic described in connection with theembodiment or example is included in at least one embodiment. Thus,appearances of these are not necessarily all referring to the sameembodiment. Furthermore, the particular features, structures orcharacteristics may be combined in any suitable manner in one or moreembodiments.

According to an embodiment, a computer program product can comprise anon-transitory machine readable medium. The non-transitory machinereadable medium can have computer readable and executable code forinstructing one or more processors to perform any of the methodsdisclosed herein.

Beginning with FIG. 1, an exemplary embodiment of a computing systemadapted for implementing the selection and purchase of tickets forticketed events and/or location-based upgrades for ticketed events isillustrated in block diagram format. As shown, a computing system 100may comprise or implement a plurality of servers and/or softwarecomponents that operate to perform various methodologies in accordancewith the described embodiments. Exemplary servers may include, forexample, stand-alone and enterprise-class servers operating a server OSsuch as a MICROSOFT® OS, a UNIX® OS, a LINUX® OS, or other suitableserver-based OS. It can be appreciated that the servers illustrated inFIG. 1 may be deployed in other ways and that the operations performedand/or the services provided by such servers may be combined orseparated for a given implementation and may be performed by a greaternumber or fewer number of servers. One or more servers may be operatedand/or maintained by the same or different entities.

Computing system 100 can include, among various devices, servers,databases and other elements, a client 102 that may comprise or employone or more client devices 104, such as a laptop, a mobile computingdevice, a PC, and/or any other computing device having computing and/orcommunications capabilities in accordance with the describedembodiments. In particular, it is specifically contemplated that clientdevices 104 can include a cellular telephone or other similar mobiledevice that a user can carry on or about his or her person and accessreadily.

Client devices 104 generally may provide one or more client programs106, such as system programs and application programs to perform variouscomputing and/or communications operations. Exemplary system programsmay include, without limitation, an operating system (e.g., MICROSOFT®OS, UNIX® OS, LINUX® OS, Symbian OS™, Embedix OS, Binary Run-timeEnvironment for Wireless (BREW) OS, JavaOS, a Wireless ApplicationProtocol (WAP) OS, and others), device drivers, programming tools,utility programs, software libraries, application programming interfaces(APIs), and so forth. Exemplary application programs may include,without limitation, a web browser application, messaging applications(e.g., e-mail, IM, SMS, MMS, telephone, voicemail, VoIP, videomessaging), contacts application, calendar application, electronicdocument application, database application, media application (e.g.,music, video, television), location-based services (LBS) application(e.g., GPS, mapping, directions, point-of-interest, locator), and soforth. One or more of client programs 106 may display various graphicaluser interfaces (GUIs) to present information to and/or receiveinformation from one or more of client devices 104.

As shown, client 102 can be communicatively coupled via one or morenetworks 108 to a network-based system 110. Network-based system 110 maybe structured, arranged, and/or configured to allow client 102 toestablish one or more communications sessions with network-based system110 using various computing devices 104 and/or client programs 106.Accordingly, a communications session between client 102 andnetwork-based system 110 (e.g., a communications session forlocation-based upgrades for attendees of a purchased-access event suchas a ticketed event) may involve the unidirectional and/or bidirectionalexchange of information and may occur over one or more types of networks108 depending on the mode of communication. While the embodiment of FIG.1 illustrates a computing system 100 deployed in a client-serveroperating environment, it is to be understood that other suitableoperating environments and/or architectures may be used in accordancewith the described embodiments.

Data and/or voice communications between client 102 and thenetwork-based system 110 may be sent and received over one or morenetworks 108 such as the Internet, a WAN, a WWAN, a WLAN, a mobiletelephone network, a landline telephone network, a VoIP network, as wellas other suitable networks. For example, client 102 may communicate withnetwork-based system 110 over the Internet or other suitable WAN bysending and or receiving information via interaction with a web site,e-mail, IM session, and/or video messaging session. Any of a widevariety of suitable communication types between client 102 and system110 can take place, as will be readily appreciated. In particular,wireless communications of any suitable form may take place betweenclient 102 and system 110, such as that which often occurs in the caseof mobile phones or other personal mobile devices.

In various embodiments, computing system 100 can include, among otherelements, a third party 112, which may comprise or employ a third-partyserver 114 hosting a third-party application 116. In variousimplementations, third-party server 114 and/or third-party application116 may host a web site associated with or employed by a third party112. For example, third-party server 114 and/or third-party application116 may enable network-based system 110 to provide client 102 withadditional services and/or information, such as additional ticketinventory. Third-party server 114 and/or third-party application 116 mayprovide system 110 and/or client 102 with email services and/orinformation, social networking services and/or information, travelservices and/or information, purchase services and/or information, orother online services and/or information.

In one embodiment, third party server 112 may include a socialnetworking server that hosts a user's social network account. In anotherembodiment, third party server 112 may include an email server thathosts a user's email account. In some embodiments, one or more of clientprograms 106 may be used to access network-based system 110 via thirdparty 112. For example, client 102 may use a web client to access and/orreceive content from network-based system 110 after initiallycommunicating with a third-party web site 112.

Network-based system 110 may comprise one or more communications servers120 to provide suitable interfaces that enable communication usingvarious modes of communication and/or via one or more networks 108.Communications servers 120 can include a web server 122, an API server124, and/or a messaging server 126 to provide interfaces to one or moreapplication servers 130. Application servers 130 of network-based system110 may be structured, arranged, and/or configured to provide variousonline marketplace, ticket fulfillment services, and/or location-basedupgrade services to users that access network-based system 110. Invarious embodiments, client 102 may communicate with applicationsservers 130 of network-based system 110 via one or more of a webinterface provided by web server 122, a programmatic interface providedby API server 124, and/or a messaging interface provided by messagingserver 126. It can be appreciated that web server 122, API server 124,and messaging server 126 may be structured, arranged, and/or configuredto communicate with various types of client devices 104 and/or clientprograms 106 and may interoperate with each other in someimplementations.

Web server 122 may be arranged to communicate with web clients and/orapplications such as a web browser, web browser toolbar, desktop widget,mobile widget, web-based application, web-based interpreter, virtualmachine, and so forth. API server 124 may be arranged to communicatewith various client programs 106 and/or a third-party application 116comprising an implementation of API for network-based system 110.Messaging server 126 may be arranged to communicate with variousmessaging clients and/or applications such as e-mail, IM, SMS, MMS,telephone, VoIP, video messaging, and so forth, and messaging server 126may provide a messaging interface to enable access by client 102 and/orthird party 112 to the various services and functions provided byapplication servers 130.

When implemented as an online ticket marketplace, application servers130 of network-based system 110 may provide various online marketplaceand ticket fulfillment services including, for example, accountservices, buying services, selling services, listing catalog services,delivery services, payment services, gathering services, location-basedupgrade services, and notification services. Application servers 130 mayinclude an account server 132, a selling server 134, a buying server136, a listing catalog server 138, a dynamic content management server140, a payment server 142, a notification server 144, and/or a deliveryserver 146 structured and arranged to provide such online marketplaceand ticket fulfillment and/or redistribution services.

Application servers 130, in turn, may be coupled to and capable ofaccessing one or more databases 150 including a subscriber database 152,an active events database 154, and/or a transaction database 156.Databases 150 generally may store and maintain various types ofinformation for use by application servers 130 and may comprise or beimplemented by various types of computer storage devices (e.g., servers,memory) and/or database structures (e.g., relational, object-oriented,hierarchical, dimensional, network) in accordance with the describedembodiments.

Continuing with FIG. 2, an exemplary computer system 200 suitable forimplementing on one or more devices of the computing system in FIG. 1 isdepicted in block diagram format. In various implementations, a devicethat includes computer system 200 may comprise a personal computingdevice (e.g., a smart or mobile phone, a computing tablet, a personalcomputer, laptop, PDA, Bluetooth device, key FOB, badge, etc.) that iscapable of communicating with a network. The ticket provider and/or apayment provider may utilize a network computing device (e.g., a networkserver) capable of communicating with the network. It should beappreciated that each of the devices utilized by users, ticketproviders, and payment providers may be implemented as computer system200 in a manner as follows.

Computer system 200 can include a bus 202 or other communicationmechanism for communicating information data, signals, and informationbetween various components of computer system 200. Components include aninput/output (I/O) component 204 that processes a user action, such asselecting keys from a keypad/keyboard, selecting one or more buttons orlinks, etc., and sends a corresponding signal to bus 202. I/O component204 may also include an output component, such as a display 211 and acursor control 213 (such as a keyboard, keypad, mouse, etc.). Anoptional audio input/output component 205 may also be included to allowa user to use voice for inputting information by converting audiosignals. Audio I/O component 205 may allow the user to hear audio. Atransceiver or network interface 206 transmits and receives signalsbetween computer system 200 and other devices, such as another userdevice, a merchant server, a venue server, an email server, a socialnetworking server, other third-party servers, and/or a payment providerserver via a network. In various embodiments, such as for many cellulartelephone and other mobile device embodiments, this transmission can bewireless, although other transmission mediums and methods may also besuitable. A processor 212, which can be a micro-controller, digitalsignal processor (DSP), or other processing component, processes thesevarious signals, such as for display on computer system 200 ortransmission to other devices over a network 260 via a communicationlink 218. Again, communication link 218 can simply be a wirelesscommunication form in some embodiments. Processor 212 may also controltransmission of information, such as cookies or IP addresses, to otherdevices.

Components of computer system 200 also include a system memory component214 (e.g., RAM), a static storage component 216 (e.g., ROM), and/or adisk drive 217. Computer system 200 performs specific operations byprocessor 212 and other components by executing one or more sequences ofinstructions contained in system memory component 214. Logic may beencoded in a computer readable medium, which may refer to any mediumthat participates in providing instructions to processor 212 forexecution. Such a medium may take many forms, including but not limitedto, non-volatile media, volatile media, and transmission media. Invarious implementations, non-volatile media includes optical or magneticdisks, volatile media includes dynamic memory, such as system memorycomponent 214, and transmission media includes coaxial cables, copperwire, and fiber optics, including wires that comprise bus 202. In oneembodiment, the logic is encoded in non-transitory machine-readablemedium. In one example, transmission media may take the form of acousticor light waves, such as those generated during radio wave, optical, andinfrared data communications.

Some common forms of computer readable media includes, for example,floppy disk, flexible disk, hard disk, magnetic tape, any other magneticmedium, CD-ROM, any other optical medium, punch cards, paper tape, anyother physical medium with patterns of holes, RAM, PROM, EPROM,FLASH-EPROM, any other memory chip or cartridge, or any other mediumfrom which a computer is adapted to read.

In various embodiments of the present disclosure, execution ofinstruction sequences to practice the present disclosure may beperformed by computer system 200. In various other embodiments of thepresent disclosure, a plurality of computer systems 200 coupled bycommunication link 218 to the network (e.g., such as a LAN, WLAN, PTSN,and/or various other wired or wireless networks, includingtelecommunications, mobile, and cellular phone networks) may performinstruction sequences to practice the present disclosure in coordinationwith one another. Modules described herein can be embodied in one ormore computer readable media or be in communication with one or moreprocessors to execute or process the steps described herein.

A computer system may transmit and receive messages; data, informationand instructions, including one or more programs (i.e., applicationcode) through a communication link and a communication interface.Received program code may be executed by a processor as received and/orstored in a disk drive component or some other non-volatile storagecomponent for execution.

Where applicable, various embodiments provided by the present disclosuremay be implemented using hardware, software, or combinations of hardwareand software. Also, where applicable, the various hardware componentsand/or software components set forth herein may be combined intocomposite components comprising software, hardware, and/or both withoutdeparting from the spirit of the present disclosure. Where applicable,the various hardware components and/or software components set forthherein may be separated into sub-components comprising software,hardware, or both without departing from the scope of the presentdisclosure. In addition, where applicable, it is contemplated thatsoftware components may be implemented as hardware components andvice-versa.

Software, in accordance with the present disclosure, such as programcode and/or data, may be stored on one or more computer readablemediums. It is also contemplated that software identified herein may beimplemented using one or more general purpose or specific purposecomputers and/or computer systems, networked and/or otherwise. Suchsoftware may be stored and/or used at one or more locations along orthroughout the system, at client 102, network-based system 110, or both.Where applicable, the ordering of various steps described herein may bechanged, combined into composite steps, and/or separated into sub-stepsto provide features described herein.

The foregoing networks, systems, devices, and numerous variationsthereof can be used to implement a real time upgrade operation during apurchased-access event such as a location-based upgrade for seats orother items at events using detected locations of event attendees duringthe event.

FIG. 3 is a block diagram showing a ticket selection and purchase systemthat may be used to determine the location of an event attendee duringan event at a venue and, based on the determined location, take suitableupgrade action for the attendee, according to an embodiment. As shown inFIG. 3, a ticket server 330 may be in communication with one or moreuser devices such as user device 320, one or more venue devices such asvenue device 310, and one or more third-party servers such as athird-party server 350.

In some embodiments, a venue device such as a venue server 310(sometimes referred to herein as a venue device or a venue system) canbe present at each of a plurality of different event venues (e.g.,stadiums, theaters, arenas, amphitheaters, airplanes, cruise ships,hotels, or other venues at which ticketed events are held or for whichaccess to restricted portions of the venue can be purchased for a periodof time). Venue server 310 can provide information regarding eventsscheduled to occur at a particular venue and regarding seating and/orother accommodations (e.g., hotel rooms, cruise ship cabins, etc.) atthat venue. In some embodiments, venue server 310 can provide theinformation to ticker server 330. Ticket server 330 can obtaininformation regarding events scheduled to occur at various venues andinformation regarding seating and/or other accommodations at the variousvenues from one or more venue devices (servers) 310, from other sources,or ticket server 330 may have a database of event information and venueinformation independent of any interaction with a venue device. Ticketserver 330 may, for example, be an implementation of system 110 of FIG.1.

Venue server 310 can be a system that includes one or more computers,one or more servers, one or more computing tablets, one or more mobiledevices, communications equipment, wireless transmitters or beaconsand/or other suitable computing equipment, as examples. Venue device 310can have processing circuitry such as a processor 312 and storage suchas a memory 311. Venue device 310 may, according to some embodimentsinclude one or more wireless beacons such as beacon 314 andcommunications equipment such as communications module 316.

Processor 312 can execute a software program stored in memory 311 forproviding information regarding events scheduled to be at the venue,regarding seating at the venue, regarding user locations at the venue,or other information for each scheduled or ongoing event. Venue device310 can provide the information to the ticket server and/or to a userdevice such as user device 320.

A connection between user device 320 and wireless beacon 314 may beestablished with or without user input from a user. For example,wireless beacon 314 may broadcast a token, such as a universally uniqueidentifier (UUID), for reception by user device 320. User device 320 mayreceive the token from wireless beacon 314 (e.g., when user device 320is in proximity to beacon 314). If user device 320 acknowledges the UUIDas identifying a known service or location, user device 320 may transmitan identifier corresponding to user device 320 back to wireless beacon314. User device 320 may communicate with wireless beacon 314 using, asexamples, near field communications signals, Bluetooth signals,Bluetooth Low Energy signals, radio signals, infrared signals, or otherwireless communications signals. The identifier from user device 320 mayinclude, be transmitted with, concatenated with, or otherwise bundledwith the identifier received from wireless beacon 314.

Communication module 316 may include a DSL (e.g., Digital SubscriberLine) modem, a PSTN (Public Switched Telephone Network) modem, anEthernet device, a broadband device, a satellite device and/or variousother types of wired and/or wireless network communication devicesincluding microwave, radio frequency, infrared, Bluetooth, and nearfield communication devices. Wireless beacon 314 may utilizecommunications circuitry such as communication module 316 to communicatewith ticket server 330 and/or user device 320. In various embodiments,wireless beacon 314 may be operated by the venue, by a ticket server, orby another service such as a payment provider.

Venue device 310 can be disposed at the venue. However, this is merelyillustrative. If desired, venue device 310 can be disposed at a locationother than the venue. Each venue can have a dedicated venue device 310or a plurality of different venues can share a common venue device 310.For example, co-owned venues can share a common venue device 310.

In some embodiments, venue device 310 can be omitted if ticket server330 has the information needed for buying and selling of tickets and/orproviding real time upgrades. For example, ticket server 330 may have adatabase of available tickets and information about the tickets andvenues that enables ticket server 330 to provide the necessaryinformation to a user for providing location-based upgrades at venues.

Third party servers such server 350 may include, for example, a socialmedia server that hosts one or more social networking accounts (e.g., asocial networking account for a user of user device 320), an emailserver that hosts email services (e.g., an email account for the user),and/or a travel services server. A user may use user device 320 toaccess a social networking site that is hosted by one of servers 350, tosend, store, and receive emails or other electronic communications on anemail account that is hosted by one of servers 350, to research and/orpurchase travel services, and/or other services on one of servers 350.The user may also use user device 320 to access ticket server 330 toselect and purchase tickets for ticketed events from ticket server 330,to sell tickets for ticketed events, and/or to purchase upgrades at avenue (as examples).

Third party server 350 can be a computer, a server, a computing tablet,or a mobile device, as examples. Server 350 can have processingcircuitry such as a processor 354 and storage such as a memory 352.

A processor 354 on a server 350 can execute one or more softwareprograms stored in memory 352 for publishing user photos, videos,comments, captions, or other data such that are posted by the user. Aprocessor 354 on another server 350 can store (e.g., using memory 352)and route emails or other communications for the user.

In one embodiment, servers 350 can be omitted if ticket server 330 hasthe information (e.g., seat information, location information,accommodations information) needed to generate and provide real timeupgrades such as location-based upgrades. For example, ticket server 330may have a database of purchases and/or user device information gatheredfrom user device 320 that indicates the location and/or other interestsof an attendee.

A user (e.g., an event attendee that is a potential upgrade purchaser)can use a device such as user device 320 to shop online for availabletickets and/or real time upgrades associated with one or more events.User device 320 can be a mobile device such as a cellular telephone, atablet computer, a laptop computer, or another portable computingdevice. User device 320 can be a non-mobile device such as a home (landline) telephone, a desktop computer, an interactive set top box, or thelike. User device 320 can be any device or combination of devices thatfacilitate online ticket and/or upgrade viewing, selection, and/orpurchasing. User device 320 may, for example, be an implementation ofclient device 104 of FIG. 1.

User device 320 can have a processor 321, a memory 322, a globalpositioning system component (GPS) 323 and/or other suitable devicecomponents. Processor 321 can execute an application such as an app 325that facilitates the ticket selection, purchase, and/or upgrade methodsdisclosed herein. App 325 can be stored in a memory 322. App 325 canprovide a graphical user interface (GUI) for the user when the user isselecting and purchasing tickets and/or upgrades online. If desired, app325 can be a dedicated ticket purchasing app. However, this is merelyillustrative. In some configurations, app 325 can be part of anotherapp, such as a Paypal, Inc. payment provider app.

User device 320 can communicate with venue device 310, third-partyserver 350, and/or ticket server 330 via a network such as the Internet340. User device 320 can communicate with the Internet via either awired connection or a wireless connection. App 325 may be configured totransmit to ticket server 330 location information of user device 320.For example, ticket server 330 may have access to location informationfor a user based on location data from GPS 323.

Ticket server 330 may be operated by an online ticket seller such asStubHub, Inc. Ticket server 330 can facilitate online ticket salesand/or real time upgrades. Ticket server 330 may include processingcircuitry such as a processor 331 in communication with storage such asa memory 332. Processor 331 can include one or more processors.Processor 331 can access accounts such as a user account 333 and/or avenue account 334 that are stored in memory 332. User account 333 caninclude information regarding the user (e.g., identificationinformation, preferences, account numbers, purchase history, socialnetwork contacts, email contacts, email account permissions, socialmedia account permissions, purchased-ticket event information, attendedevent information, etc.). Venue account 334 can include informationregarding the venue (e.g., information regarding events, seating, venuelocation, and other venue features). Memory 332 can be separate from theticket server and can be used to store any number of user accounts 333and venue accounts 334. Memory 332 can be distributed, e.g., haveportions thereof disposed at a plurality of different locations. Otheraccounts may also be accessible by processor 331, such as accounts ofusers selling tickets that include ticket details, such as price,quantity, location, and event information, and financial informationthat enable funds to be deposited into seller accounts when theirtickets are sold.

Ticket server 330 may include one or more servers located at one or morelocations. Thus, the ticket server 330 can be geographically andoperationally distributed if desired. Ticket server 330 can be part ofanother system, such as a payment provider system. Venue device 310and/or third-party server 350 can communicate with ticket server 330over a wired or wireless connection such as via a network such asInternet 340. Venue device 310 and/or third-party server 350 cancommunicate with a plurality of different ticket servers 330. Ticketserver 330 can communicate with a plurality of different venue devices310 and/or third-party servers 350. A plurality of different ticketservers 330 can communicate among themselves and can be consideredherein as being the same as a single ticket server 330. The user canoperate user device 320 to interact with ticket server 330 so that theuser can select, purchase, and/or sell tickets and/or view and/orpurchase upgrades online.

Ticket server 330 can communicate with venue device 310 to obtaininformation about the venue. For example, ticket server 330 cancommunicate with venue device 310 to obtain information regarding thescheduling of events at the venue and regarding features of the venue.The features of the venue can be dependent upon the events of the venue,e.g., the features of the venue can vary from event to event. Generally,venue device 310, mobile device 320, third-party server 350, and ticketserver 330 can perform functions discussed herein. That is, at least tosome extent, a function that is discussed herein as being performed viaa particular one of these devices can be performed by a different one ofthese devices, by a combination of these devices, and/or by otherdevices.

Venue device 310, user device 320, third-party server 350, other mobiledevices, and server 330 can communicate with one another via a network,such as the Internet 340 or with one another via one or more networks,such as local area networks (LANs), wide area networks (WANs), cellulartelephone networks, and the like. Venue device 310, mobile devices suchas user device 320, third-party server 350, server 330, and otherdevices can communicate with one another, at least partially, via one ormore near field communications (NFC) methods or other short rangecommunications methods, such as infrared (IR), Bluetooth, WiFi, andWiMax.

When a user wishes to shop for tickets online, resell tickets online,check into a venue such as an event venue online, access electronictickets online, provide location information online, and/or view and/orpurchase real time upgrades online (as examples), the user can open anonline ticket seller's website or can access the ticket seller using anapplication such as app 325. The user can open the ticket seller'swebsite using user device 320, for example. The ticket seller's websitecan be hosted on ticket server 330, venue device 310, or on any otherserver or device.

An event venue may be any venue for which an attendee can purchaseaccess (e.g., ticketed access) to particular locations or portionswithin the venue for a period of time. Without being limiting examplesof event venues may include a stadium, a theater, an arena, anamphitheater, an airplane, a train, a hotel, or any another venue intowhich an attendee can purchase access.

FIG. 4 is a diagram of an event venue 400 in accordance with anembodiment. In the example of FIG. 4, a venue 400 may be a stadium, atheater, an arena, an amphitheater, a fairground, or another indoor oroutdoor venue for events such as sporting events, concerts, plays,performances, competitions, races, or other entertainment events.

As shown in FIG. 4, venue 400 may include an attraction area 402 andvarious locations for which a ticketholder can have purchased accesssuch as seats 404, or other restricted access sections of venue 400 suchas a general admission section, a standing room only section, a floorsection, or the like. Attraction area 402 may be a court, a field, astage, a track, a rink, or any other suitable portion of a venue atwhich events can be conducted. Venue 400 may include one or moreconcession areas such as concession stands 406 (e.g., a food-servicestand, a team memorabilia store, a drink stand, or other vendor stand).Concession stands 406 may be located in an aisle 405 or elsewhere invenue 400.

Venue 400 may include one or more communications systems such as asystem of one or more wireless beacons 314. Beacons 314 may be disposedat any suitable location within venue 400. For example, a beacon may belocated near concession stand 406, within or adjacent to each section ofvenue 400, within or adjacent to groups of sections within venue 400, oron or within each seat within venue 400.

A user of a system of the type described in connection with, forexample, FIGS. 1 and/or 3 (e.g., an attendee of an event at venue 400)may have a ticket for a particular seat such as seat 410. However, thesystem may determine that the attendee is at a location such as userlocation 412 (sometimes referred to herein as an attendee location) thatis different from the location of the user's seat 410 at any particulartime during an event. User location 412 may be a current location of theevent attendee or a time-averaged location of the event attendee (asexamples).

The system may, in some embodiments, determine the locations of one ormore associates (e.g., friends, family members, coworkers, team members,social media contacts, email contacts, or other associated people) ofthe user. For example location 413 may be an associate location of anassociate of the user. Associates of a particular user may be determinedand/or discovered before or during an event based on user accountinformation, email scraping and/or social media account scrapinginformation, communications between a user device of the user and a userdevice of another user before or during an event, communications betweena user device of a previously determined associate of the user and userdevices of one or more other users before or during an event, or otherpublic or user-provided information regarding people that the user knowsor otherwise associates with.

Attendee location 412 and/or associate location 413 may be determinedbased on location information (e.g., GPS information, WiFi information,NFC information, etc.) from a user device of the attendee and/orcommunication between the user device and one or more of wirelessbeacons 314. For example, when a user device of the user is incommunication with a particular one of beacons 314 for a period of time,the user location 412 and/or the associate location 413 may bedetermined to be in proximity to that beacon 314. Communications betweena user's device and one or more beacons 314 may be used to determine anamount of time that a user spends in a particular location (e.g., alocation that is different from the location of the user's seat). In oneembodiment, a determined amount of time that a user has spent in aparticular location may be compared with a threshold time and, when theamount of time the user has spent in that location exceeds the thresholdtime, an upgrade offer for the user may be triggered.

Location 412 and/or location 413 may be determined to within an areacorresponding to a section of venue 400, a group of seats of venue 400(e.g., within 8 rows of seats, or within 25 seats), a single seat 404,or smaller than a single seat 404. The system may determine (e.g., bytracking user location 412) that the user is primarily spending time ata location other than their seat and generate an upgrade offer based onthe user's location. For example, the user may be spending time nearfriends sitting in other seats 404, enjoying the event in other sectionsof venue 400 (e.g., sections relatively closer to attraction area 402),or the user may be particularly interested in a product that isavailable at a particular concession stand 406. For example, the systemmay determine that a particular attendee is making multiple trips to abeer stand during an event.

In response to detecting an attendee location other than the attendee'sseat location, the system may identify one or more available seats suchas seat 414 near the user's determined location and offer the user anupgrade to the available seat 414 (e.g., at an additional cost). Forexample, a seat near the user's location may be a seat that isrelatively closer to the user's location and/or, if desired, relativelycloser to the attraction area or a concession stand than the user's seatis to that location.

In response to detecting the locations of one or more associates of theuser that are attending the same event as the user (e.g., in a location413 such as a premium section of the venue), the system may identify oneor more available seats near the associate location and offer the useran upgrade to that available seat. For example, a seat near theassociate location may be a seat that is relatively closer to theassociate location than the user's seat is to that location.

The user may be provided with an upgrade offer on the user's mobiledevice by an application such as app 325 of FIG. 3 running on the mobiledevice. FIGS. 5 and 6 show examples of upgrade offers that may beprovided to a system user such as an event attendee using a user deviceof the attendee.

As shown in FIG. 5, an upgrade offer may be provided to a user on a userdevice such as mobile device 500. An upgrade offer such as upgrade offer504 may be provided in a window such as upgrade offer window 502 on adisplay of mobile device 500. For example, window 502 may be a pop upwindow generated by an application such as app 325 (see, e.g., FIG. 3)running on device 500. However, this is merely illustrative. If desired,window 502 may be a portion of a ticket seller website that the user haslogged into or may be otherwise generated on a display of mobile device500 as would be understood by one skilled in the art.

Upgrade offer 504 may include text stating (for example) “THERE ARESEATS AVAILABLE NEAR YOUR CURRENT LOCATION. WOULD YOU LIKE TO UPGRADEYOUR TICKET TO SEAT A IN SECTION B FOR $50?”. In the example of FIG. 5,an upgrade price 508 (e.g., $50) is included in the upgrade offer.However, this is merely illustrative. In another example, the price ofthe upgrade may be provided to the user when the user selects theupgrade offer or a venue may offer upgrades at no cost in order to fillsections of the venue, facilitate providing of advertisements to theuser, or to enhance the user experience, thereby developing andencouraging repeat business with the user.

Upgrade offer window 502 may include an upgrade acceptance icon such asa virtual UPGRADE button 506. UPGRADE button 506 may be selected by auser by selecting the UPGRADE button (e.g., using a finger or otherinstrument on a touch screen or using a mouse-controlled ortouchpad-controlled cursor). UPGRADE button 506 may cause a ticketserver or an application running on mobile device 500 to open anadditional window into which payment information can be entered for aselected upgrade or UPGRADE button 506 may be a one-click upgrade buttonthat, when clicked or tapped, fully completes an upgrade transactionincluding providing an upgrade ticket to the user and transferring anyfunds associated with the upgrade from an account of the user to, forexample, an account associated with the venue, the event, and/or or aticket server. In some embodiments, multiple upgrade offers may bepresented to a user in a particular upgrade offer window 502 therebyallowing the user to choose between various upgrade options (e.g., atvarious corresponding upgrade prices). Upgrade offers such as upgradeoffer 504 may be generated based on the location of the user. The priceof a particular upgrade may be determined based on the length of timethe user has spent in a particular location, a remaining time in theevent, event popularity, or other suitable information. In this way, anevent attendee may be provided with an enhanced event experience thoughthe opportunity to remain legitimately in a new location in the venueand the venue or event owner may be provided with the ability to make anadditional profit using the attendee's demonstrated interest in aparticular location in the venue.

Upgrade offers for event attendees may be based on the user's locationand/or other information such as purchases of the user and/or thelocations of one or more associates of the user. In the example in whichit is determined that a particular user is making frequent trips to abeer stand, the system may also identify one or more purchases (e.g.,beer purchases, food purchases, etc.) by the user during the event(e.g., by using payment information associated with the one or morepurchases and detected by the system) and offer an upgrade that includesproducts associated with the identified purchases. In some embodiments,the system may also or alternatively identify one or more purchases madeby the attendee prior to the event (e.g., a purchase history of theattendee) and offer an upgrade that includes products associated withthose identified purchases.

FIG. 6 shows examples of upgrade offers that may be made to an eventattendee based on the user's proximity to, and/or purchases from, aconcession stand. As shown in FIG. 6, an upgrade offer 602 may includeproduct related information 601 in, for example, upgrade offer text suchas “IT'S A LONG WAY FROM YOUR SEAT TO THE BEER STAND. WOULD YOU LIKE TOUPGRADE TO A SEAT NEARBY FOR $25?”.

In some embodiments, an upgrade offer may include a package upgradeoffer that includes products the user has expressed interest in (e.g.,based on the user's location, purchase history, or other information).In the example of FIG. 6, window 502 also includes a package upgradeoffer 604 (e.g., text prompting the user to determine whether they wouldlike to add one or more products such as a concession package to anupgrade such as “ADD THREE BEERS FOR $10 MORE”). The price (e.g., $10)of a packaged product addition (e.g., three beers) may be determinedbased on the user's interest in the product, the selling price of theproduct or other factors). Window 502 may include a package upgradeacceptance icon such as a virtual PACKAGE UPGRADE button 608. PACKAGEUPGRADE button 608 may be selected by a user by selecting the PACKAGEUPGRADE button (e.g., using a finger or other instrument on a touchscreen or using a mouse-controlled or touchpad-controlled cursor).PACKAGE UPGRADE button 608 may cause a ticket server or an applicationrunning on mobile device 500 to open an additional window into whichpayment information can be entered for a selected package upgrade orPACKAGE UPGRADE button 608 may be a one-click upgrade button that, whenclicked or tapped, fully completes an package upgrade transactionincluding providing an upgrade ticket to the user, providing thepackaged product or an electronic voucher for the packaged product, andtransferring any funds associated with the package upgrade from anaccount of the user to, for example, an account associated with thevenue, event, and/or a ticket server. A package upgrade offer may bepresented to an event attendee as an addition to upgrade offer 602 orupgrade offer 602 and package upgrade offer 604 may be presented in asingle, combined upgrade offer for one or more upgraded seats and one ormore products such as concession packages.

Real time upgrades such as location-based upgrades of the type describedherein may be performed during events other than sporting or performanceevents such as airplane flights, hotel stays, cruises, or other events.

FIG. 7 shows a portion of an airplane 700 having seats 702 according toan embodiment. A passenger on airplane 700 (e.g., a flight eventattendee) may have a purchased ticket for one of seats 702 such as seat704. During the flight, it may be determined (e.g., by a ticket serversystem, an airline system, a payment system or other system as describedherein) that the passenger has a location 706 other than the location ofseat 704. For example, location 706 may be determined using one or morewireless beacons 314 located on the airplane and in communication with auser device of the passenger and/or using GPS coordinates or otherlocation information from a user device of the passenger. In response todetermining that the user is located at a location 706 currently or fora period of time, the system may identify one or more available seatssuch as seat 708 near location 706 and offer one or more upgrades to theuser for one or more of the identified seats for an upgrade price asdescribed herein. If desired, other items such as food items, futureflight discounts, or other travel related items can be included in apackage with the upgrade offer as described herein.

FIG. 8 shows a portion of a hotel 800 according to an embodiment. Forexample, hotel 800 may have rooms 802 located on a side such as side 804of hotel 800 and rooms 808 located on another side such as side 806 ofhotel 800. Hotel 800 may be located near an attraction such as a body ofwater (e.g., an ocean, a lake, a pond, a swimming pool), a cityscape, apark or other area that creates a desired view for a hotel guest (e.g.,a hotel attendee). Depending on the location and orientation of thehotel, rooms 808 on one side such as side 806 of hotel 800 may bepreferred with respect to rooms 802 on another side such as side 804 ofhotel 800. For example, rooms 808 on side 806 may have a preferred view.

A guest of hotel 800 may have purchased access to one of rooms 802.During a stay at the hotel, the locations of various guests may betracked. For example, a particular guest may be determined to bespending significant amounts of time at a location 812 near the windowof a room on side 804. For example, location 812 may be determined usingone or more wireless beacons 314 located in or near the hotel and incommunication with a user device of the guest and/or using GPScoordinates from a user device of the guest. The system may determinethat that particular guest has demonstrated an interest in a view andmay offer that guest an upgrade to a room 808 on side 806 of hotel 800.Some rooms such as rooms 808 may also have outdoor balconies 810. Anupgrade offer may include an offer for a room with a balcony 810.Location-based hotel upgrade offers may be provided to a user of asystem on a mobile device of the user as, for example, described herein.If desired, other items such as food items, future hotel discounts, orother travel related items can be included in a package with the upgradeoffer as described herein.

FIG. 9 shows a portion of a cruise ship having guest cabins such as usercabin 902, available cabins 904 and 906, and a cabin 912 of a friend ofa user according to an embodiment. A passenger on cruise ship 900 (e.g.,a cruise event attendee) may have a purchased ticket for one cabin 902.During the cruise, it may be determined (e.g., by a ticket serversystem, a ship system, a payment system or other system as describedherein) that the passenger is spending a significant amount of time at alocation 910 that is relatively far from user cabin 902 and relativelycloser to one or more of available cabins such as cabins 904 and/or 906.For example, the passenger may prefer to spend time near a particularswimming pool 908, a particular restaurant (not shown), or otherparticular ship amenities. For example, location 910 may be determinedusing one or more wireless beacons 314 located on the cruise ship and incommunication with a user device of the passenger and/or using GPScoordinates from a user device of the passenger.

In one example scenario, a passenger having friends in cabin 912 near aparticular pool 908 may traverse a portion of the ship to spend timenear that pool 908. In response to determining that the user is locatedat a location 910 near the pool currently or for a period of time, thesystem may identify one or more available cabins such as available cabin906 near location 910 and offer one or more upgrades to the user for oneor more of the identified cabins for an upgrade price as describedherein. If desired, other items such as food items, future cruisediscounts, or other cruise or other travel related items can be includedin a package with the upgrade offer as described herein.

Illustrative steps that may be performed by, for example, a system ofthe type described herein, for generating a providing real time upgradessuch as location-based upgrades to attendees of events at venues areshown in FIG. 10.

At step 1000, an attendee location such as a current location or atime-averaged location of the attendee may be determined by the systemduring an event (e.g., a sporting event, a concert event, a performanceevent, a competitive event, a fair, an airplane flight event, a traintrip event, a hotel stay event, a cruise event, or other event for whicha user of a system of the type described herein can purchase access suchas ticketed access). Determining the attendee location may includedetermining an amount of time that the attendee has spent in aparticular location (e.g., using one or more wireless beacons) and, ifdesired, comparing the determined amount of time with a threshold time.In some embodiments, the locations of other attendees such as associatesof the attendee that are also attending the event may be determined.

At step 1002, one or more location-based upgrades based on thedetermined attendee location may be determined for the attendee. Thelocation-based upgrades may include upgrade options for upgrading tonearby available seats, rooms, cabins, etc., seat and concessionpackages, preferred view hotel rooms, available cruise ship cabins orother upgrade options associated with the location of the attendee.Determining the location-based upgrades may include identifying one ormore purchases made by the attendee during or before the event andincluding a concession package or other additional items based on theidentified purchases in the upgrade offer. Determining thelocation-based upgrades may include identifying an available seat nearthe determined attendee location and/or near a determined associatelocation.

At step 1004, the determined location-based upgrade options may beoffered to the attendee (e.g., on the user's mobile device as describedherein).

At step 1006, a selection of one or more of the offered location-basedupgrades may be received from the attendee (e.g., when the attendeeselects an upgrade or package upgrade virtual button as describedherein). The system may facilitate payment for the selected upgrade fromthe attendee (e.g., by transferring funds from an account of theattendee, by charging a credit card of the attendee, or otherwisefacilitating payment).

At step 1008, the system may provide an electronic upgrade receipt(e.g., an upgrade ticket, a concession voucher, or other proof ofpurchase and/or access voucher with which the user can obtain thepurchased upgrade) to the attendee.

At step 1010, the system may optionally offer the attendee's former seatfor upgrade to additional attendees based on the determined locations ofthose attendees (e.g., responsive to determining that one or more of theadditional attendees is located near the attendee's former seat).

One or more of the processes and steps described in connection with FIG.10 may be performed in any suitable order, omitted, and/or repeated anysuitable number of times until, for example, the event has ended.

FIG. 11 shows examples of an upgrade offer that may be made to an eventattendee based on the determined location of one or more associates ofthe attendee that are also attending the same event. As shown in FIG.11, an upgrade offer 1102 may include associate location information1104 in, for example, upgrade offer text such as “SOMEONE YOU KNOW ISSITTING IN SECTION AA. WOULD YOU LIKE TO UPGRADE YOUR TICKET TO SEAT QIN SECTION AA FOR $35?”. A location-based upgrade offer such as offer1102 that is based on the location of one or more associates of an eventattendee may be generated by identifying one or more associates of theattendee (e.g., using account information of the attendee, emailinformation of the attendee, social media information of the attendee,and/or communications between one or more devices of the attendee and/orother event attendees), determining that the identified associates areattending the event (e.g., using purchase information, social mediainformation, email information, and/or check-in information of theidentified associates and/or communications during the event between oneor more devices of the attendee and the associates), determining thelocation(s) of the identified associates that are attending the event,identifying one or more available seats near the associate location(s),determining an upgrade price 1108 for the upgrade, and providing theupgrade offer to the attendee. In this way, in one embodiment, anupgrade offer that is based on the location of one attendee of an event(e.g., the associate location) may be provided to another attendee ofthe event.

Although the examples of real time upgrades such as location-basedupgrades described herein have been generally described as upgrades fora single attendee of an event, it should be appreciated that real timeupgrades such as location-based upgrades can be provided to groups ofattendees that are attending an event together and/or seated together.For example, when an upgrade is determined for a particular attendee,related upgrades may also be determined for other members of theattendee's group. For example, a family of four may be attending asporting event at a venue, and it may be determined that some or all ofthe family members have spent an amount of time at a location that isdifferent from the location of the family's four seats (e.g., the kidsmay be spending time near a mascot or a fan game or the mother may bemaking multiple trips to a hot dog stand), four available seats mayidentified near the location, and an upgrade offer for all four membersof the family for the four available seats may be provided to the familymembers.

In some embodiments, upgrade offers for groups of attendees may bepartially individualized for each member of the group. For example, whena family of four is offered an upgrade for four upgrade seats, packageupgrade offers may also be included that are individualized (e.g., theparents may be offered a beer package and the children may be offereddiscounted team apparel). An offer for a location-based upgrade for agroup of attendees may be provided to some or all of the members of thegroup.

Although the foregoing invention has been described in detail by way ofillustration and example for purposes of clarity and understanding, itwill be recognized that the above described invention may be embodied innumerous other specific variations and embodiments without departingfrom the spirit or essential characteristics of the invention. Variouschanges and modifications may be practiced, and it is understood thatthe invention is not to be limited by the foregoing details, but ratheris to be defined by the scope of the claims.

What is claimed is:
 1. A system for providing a location-based upgradeassociated with an event at a venue, comprising: a hardware memoryconfigured to store information associated with the venue; and ahardware processor coupled to the hardware memory, wherein the hardwareprocessor is configured to: determine a location within the venue of anattendee of the event during the event; determine, based on thelocation, the location-based upgrade; and offer the location-basedupgrade to at least one of the attendee or another attendee.
 2. Thesystem defined in claim 1, wherein the location comprises a location atwhich the attendee has spent an amount of time that is greater than athreshold time and wherein the processor is configured to offer thelocation-based upgrade to the attendee.
 3. The system defined in claim2, wherein the processor is further configured to: receive a selectionof the location-based upgrade from the attendee; provide an electronicupgrade receipt to the attendee; and facilitate a payment from theattendee for the location-based upgrade.
 4. The system defined in claim1, wherein the location-based upgrade comprises an upgrade for theattendee to a seat in the venue that is relatively closer to thelocation of the attendee than a seat of the attendee.
 5. The systemdefined in claim 4, wherein the location-based upgrade comprises apackage upgrade that includes the upgrade to the seat and a concessionpackage.
 6. The system defined in claim 4, wherein the venue comprisesan airplane and wherein the seat comprises an airplane seat.
 7. Thesystem defined in claim 1, wherein the venue comprises a hotel, whereinthe location comprises a location near a window of a first hotel room ofthe attendee, and wherein the location-based upgrade comprises anupgrade to a second hotel room with a preferred view.
 8. The systemdefined in claim 1, wherein the venue comprises a cruise ship andwherein the location-based upgrade comprises an upgrade to an availablecabin of the cruise ship that is located relatively closer to thelocation than a cabin of the attendee.
 9. A method, comprising:determining, by one or more hardware processors, a location within avenue of an attendee of an event during the event; determining, by theone or more hardware processors and based on the determining of thelocation, a location-based upgrade; and offering, by the one or morehardware processors, the location-based upgrade to at least one of theattendee or another attendee.
 10. The method defined in claim 9, whereinthe offering comprises offering the location-based upgrade to theattendee in an offer window on a mobile device of the attendee.
 11. Themethod defined in claim 9, wherein the venue has an attraction area, andwherein the determining of the location-based upgrade comprisesidentifying an available seat that is closer to the attraction area andthe location than a seat of the attendee.
 12. The method defined inclaim 9, wherein the venue has a concession stand, and wherein thedetermining of the location-based upgrade comprises identifying anavailable seat that is closer to the concession stand and the locationthan a seat of the attendee.
 13. The method defined in claim 9, whereinthe attendee comprises an associate of the other attendee and whereinthe determining of the location-based upgrade comprises identifying anavailable seat that is near the location of the attendee.
 14. The methoddefined in claim 13, wherein the offering comprises offering thelocation-based upgrade to the other attendee based on the identifying.15. The method defined in claim 9, wherein the venue comprises a venueselected from the group consisting of: an airplane, a hotel, and acruise ship.
 16. A non-transitory machine-readable medium having aplurality of machine-readable instructions which, when executed by oneor more processors of a server, are adapted to cause the server toperform a method comprising: determining a location within a venue of anattendee of an event during the event; determining, based on thedetermining of the location, a location-based upgrade; and offering thelocation-based upgrade to at least one of the attendee or anotherattendee.
 17. The non-transitory machine-readable medium defined inclaim 16, wherein the method further comprises identifying a purchase bythe attendee and wherein the determining of the location-based upgradecomprises determining the location-based upgrade based on thedetermining of the location and the identifying.
 18. The non-transitorymachine-readable medium defined in claim 17, wherein the identifyingcomprises identifying a purchase made during the event.
 19. Thenon-transitory machine-readable medium defined in claim 17, wherein theidentifying comprises identifying a purchase made prior to the event.20. The non-transitory machine-readable medium defined in claim 16,wherein the location comprises a location at which the attendee hasspent an amount of time that is greater than a threshold time, whereinthe offering comprises offering the location-based upgrade to theattendee, and wherein the determining of the location of the attendeecomprises determining the location of the attendee based on globalpositioning system information from a mobile device of the attendee. 21.The non-transitory machine-readable medium defined in claim 16, whereinthe location comprises a location at which the attendee has spent anamount of time that is greater than a threshold time, wherein theoffering comprises offering the location-based upgrade to the attendee,and wherein the determining of the location of the attendee comprisesdetermining the location of the attendee based on a communicationbetween a mobile device of the attendee and a wireless beacon disposedat the venue.